Changing the guard
New faces on the winner’s podium at Loeries
THERE’S SOMETHING strangely different about the Loerie Awards’ leader board this year. Most of the old stalwarts are still there, but in a different order. Several of the traditional headliners have been banished to the lower reaches, pushed aside by some newly resurgent agencies. There’s been a changing of the guard.
The aspect to concentrate on is our individual agency ratings. There’s no surprise at the top, filled again by Ogilvy Johannesburg, which capped what is already an outstanding year.
But second spot is where the big surprise lurks. There you find FoxP2, a rising power that’s now clearly risen, improved from eighth last year. Gloo Digital Design won most of its awards in collaboration with other agencies, but we’ve continued our practice of allocating full points to both teams in a collaboration.
All the points in the work Gloo participated in were allocated by the Loerie organisation and the Creative Circle to the partner agency, treating Gloo as a supplier (like a production house) not an agency. So Gloo was awarded no points by the Loerie committee, though its contribution was acknowledged in a footnote. And in some cases the partner (Joe Public) was a member of another group.
KingJames Cape took fourth spot, up from 13th last year while pushing Net#work BBDO down to fifth. Joe Public has finally realised its potential, improving from joint 13th to fifth. MetropolitanRepublic, another creative newcomer, snagged 10th spot.
But what of DDB, which appeared to be heading for another triumph after a string of big wins overseas? Its internationally acclaimed Energizer print campaign was
ruled out of contention because it was thought to lack originality. The judges found it too similar to a three-year-old Singapore campaign for Nickelodeon TV, a children’s channel in Singapore. Other elements of the Energizer campaign remained in contention.
Without the Energizer work (which earned a Grand Prix at Cannes), DDB garnered a modest 500 creative points and 16th position. But with a refreshingly wide range of awarded work it still looks like an agency for the future.
Other traditional creative leaders brought up the rear: Lowe Bull and TBWA Hunt Lascaris, which recently was the leading creative agency in the country, now languishes in 23rd position.